‘It’s about sharing perspectives, not building fortresses’: DWA Design Studio x Pedrali

It’s no secret. It’s a tough time to be a trade-fair organiser. With the proliferation of alternative channels and formats, exhibitors are diversifying their approach to new-product presentations.

And yet.

Anyone who visited the latest, and well-attended, edition of Orgatec in Cologne recently will have been left in no doubt that certain brands still see a value in creating large-scale, concept-driven physical exhibition spaces. Their investment in fair stands that exceed the utilitarian function of a simple plinth for their latest wares by offering a visitor experience rich in discovery and storytelling – and, importantly, brand expression – was patently clear.

A prime example of this was Italian manufacturer Pedrali’s stand, which, with sustainability in mind, was a reuse of the space debuted earlier this year at the Salone del Mobile in Milan. I caught up with its creators, Frederik De Wachter and Alberto Artesani of DWA Design Studio, to ask them about their concept, creative process, and the power and limits of Instagram.

Our concept, ‘#PedraliColoursofLightness’, takes inspiration from the endless sky – a chromatic journey that begins with dawn’s warmth and ends with dusk’s cool embrace, repeating in a daily cycle. To express this idea of lightness, we chose airy materials like gauze and sheer fabrics. Picture a modular grid of pale-blue gauze, like a soft cloud canopy giving rhythm and order to the space.

At the heart of the journey, a large circular table reminiscent of a sundial anchors the space. Adorned with hues of sunrise and sunset, it acts as a ‘living mood board’, holding a curated blend of objects, images, materials and products that weave together the Pedrali universe. Each item captures an almost ethereal lightness that embodies the stand's theme.

The creative process was all about finding materials that had the perfect mix of transparency, translucence and colour. Once we nailed that, we coordinated the flooring and decor to harmonise with this colour scheme. Simultaneously, we worked with Pedrali on fabric, finishes, and colour choices for the furniture that complemented the setting, yet still stood out. Like a great outfit: it all needs to match, but a pop here and there keeps it interesting.

It’s crucial to understand a brand’s core values to express them spatially. For Pedrali, colour is central, so that’s where we started – colour was our guiding star. From there, we built out the concept to make sure the stand truly felt like ‘Pedrali’ in every detail.

Temporary installations are short-lived, so they have to make a big impact fast. The audience is in and out in a flash, so you need to communicate your concept clearly and immediately. But the temporary nature also lets us push boundaries a bit, try bolder compositions and play with unconventional ideas. It’s like getting a free pass to experiment!

To deliver strong storytelling in a space, the concept has to be clear from the start and flow consistently through the design. Even naming plays a role; a well-chosen name can help visitors connect with the concept intuitively, even before they take in the visuals. It’s like planting a story seed in their minds.

Both! A strong visual experience in real life will naturally translate well to Instagram. But we want the in-person experience to feel special – like there’s an ‘extra something’ worth seeing live. For example, at the Pedrali stand, the circular table feels different up close than it does through a screen. Those in-person details reward visitors who make the effort to come to the fair.

We love simple textures over precious materials. Our choice of materials depends entirely on the project, so there’s no one ‘signature’ material. We enjoy using materials in unexpected ways to surprise viewers and offer fresh perspectives. Let’s just say we like keeping it interesting!

Sustainability is complex, especially with regulations like fire safety that sometimes clash with eco-friendly materials. We always opt for recycled or recyclable materials and avoid assembly methods that complicate disassembly. The grid structure in the Pedrali stand, for instance, allows parts to be reused and reconfigured – a big step towards a more sustainable design.

Honestly, the whole point of a fair is to explore different companies’ visions. Brands should allow at least some transparency, so passersby can get a glimpse of their world. It’s about sharing perspectives, not building fortresses!

© Architonic

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